Assignment 12-Figuring Out Buyer Behavior

For my interviews, I chose the market segment who religiously shops online for everything. To gather this information, I interviewed a college-aged woman, a middle-aged woman, and a college-aged male athlete. All three also fall into the category of caring about the ingredients they put on their body, but don't have the time to dive in and do enough of their own research about products.

When they realize the need, they immediately search for natural alternatives on sites like Amazon, but quickly realize that they are expensive. I have even done this myself, searching for things like green tea oil and the like, and they are expensive and offer few alternatives. There is also outside research that has to be done when going on this search. They look on trusted websites about these ingredients, like ones with certified doctors affirming the information given, and some even read studies affirming the safety and effectiveness of ingredients in products. They also put a high degree of emphasis on the advice and recommendations of friends and family. If the information is easy to get a hold on, they will use it; any deeper digging does not fit into their schedule.

I would describe this segment as consumers wanting to be educated but simply don't have the time, so having a website to personalize their skincare products and also be told concisely the benefits of different products would simplify their lives, especially since they already buy a ton of products online.